social is mobile
Post on 22-Jan-2018
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Social IS Mobile
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The Insider Family
20072015 2016
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Smart Storytelling for the Digital Generation
Smart, high-impact business news and features.
Science, technology, and innovation making the world a better place.
Life is an adventure.
Digital-native storytelling
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How We’ve Done, Collectively
100M+global uniquesacross all sites1
#1largest US
business news site2
60%of traffic frommobile/tablet1
#1in reach against
affluent millennials2
20M+combined
followers & fans3
2B+monthly video streams
across sites & platforms4
Sources: 1Google Analytics (February 2016, BI and TI combined); 2comScore; 3BI, TI, INSIDER combined (Aggregate of all Facebook, Twitter, LinkedIn, YouTube, and Instagram social handles and pages); 4Site, Facebook, Youtube, MSN (BI, TI, INSIDER combined)
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100% digital
High impact
Social storytelling
Robust distribution
Keys to Our Success
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Mobile Growth Is Huge
For Business Insider and the entire family
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Delivery Optimized for Mobile
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Delivery Optimized for Mobile
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Content Optimized for Social
10Source: NewsWhip (June 2015); Reflects sum total of likes, comments, shares, Retweets, replies, and favorites
Content Optimized for Social
4.7M
1.6M
648k
434k
348k
193k
Social Interactions on Facebook + Twitter
#1worldwide producer of social
video in tech category
Top 5global Facebookvideo producers
#1producer of social videoin the business category
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The Evolution Of Distribution – Facebook Instant Articles
Facebook Instant Articles
PROS• Legit speedy• Facebook fill rate • We built for scale
CONS • Fewer referrals• Loss of control
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The Evolution Of Distribution – Google AMP
Accelerated Mobile Pages
PROS• Legit speedy• Well documented, “open”• Minimal monetization impact
CONS • Varied UX in search results• BI mobile pages were already fast• Limited utility in early going• More a requirement than a benefit
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The Evolution Of Distribution – What’s Next?
Messaging Apps and Bots
PROS• Growth!• Definitely lean mobile
CONS • FB Messenger…• Audience viability for news?
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Stories for and about people who seize life, rather than letting it happen to them – delivered to you where readers
already are and when readers want it.
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9M+combined
Facebook fans1
1.4B+video streams
In April1
Top 5global Facebookvideo producers2
1/3of engaged fans
are female millennials1
Sources: 1Facebook Analytics (April 2016); 2Tubular (April 2016)
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INSIDER Verticals
For all things food-related, including recipes, hacks, good eats, and more.
For all things pop culture and entertainment.
For all things fashion, architecture, innovation, home, products, and more.
For people who see something wrong with the world and who fight for what’s right.
For wander-lusters, adventurers, and armchair sightseers.
For stories around people who take charge of their bodies and health.
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Why a site?
1. Occupies an integral part of an ecosystem of distribution destinations2. Facilitates storytelling that can’t be easily done elsewhere3. Provides monetization opportunities that are more within our control
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